Apparently controversial figure, Colin Kaepernick, has maintain a Q score high enough in marketing terms to use him for an ad campaign … at least as far as Madison Avenue and Nike are concerned.

The former NFL quarterback, who is suing NFL owners for allegedly colluding to keep him out of the league, is one of the faces of a new Nike campaign meant to commemorate the 30th anniversary of the brand’s iconic “Just Do It” motto, reported ESPN.

The new ad, which Kaepernick shared on social media Monday afternoon, features the message: “Believe in something. Even if it means sacrificing everything.”

Nike signed Kaepernick in 2011 and kept him on its endorsement roster over the years, even though the company had not used him in the past two years. Nevertheless, that is about to change.

“We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” Gino Fisanotti, Nike’s vice president of brand for North America, told ESPN.

Yet, it is reasonable to ask, “Is he inspirational or polarizing?”

Other athletes in the “Just Do It” campaign include Odell Beckham Jr., Shaquem Griffin, Lacey Baker, Serena Williams and LeBron James.

“We wanted to energize its meaning and introduce ‘Just Do It’ to a new generation of athletes,” Fisanotti said.

Fisanotti said the new version of the campaign is meant to specifically speak to 15- to 17-year olds.

Kaepernick’s protests of racial injustice—which began in August 2016 with sitting and later kneeling during the national anthem—launched a movement across the NFL. No team signed him as a free agent in 2017.

In response, many people are expressing other options. One person says that Pat Tillman is a better representative of someone who sacrificed everything.

When it’s said and done, will the ad campaign work? We know kneeling has hurt NFL ratings; will Kaepernick do the same to Nike?

NFL letter

(Photo courtesy Keith Allison)

Related:

Darren Rovell, an ESPN sports business reporter, displayed the following poll on his Twitter account:

What is your feedback? Now that Nike has used Colin Kaepernick in its ‘Just Do It’ ad campaign, are you more or less likely to purchase their products?